Edible Notable
“When people say I can’t do something, or that I’ll probably fail, that just makes me more determined,” says Matthew Wilcox.
Originally from Chippewa Falls, Wisconsin, Wilcox grew up on a small farm and began making pastries at the age of 9. Growing up, he worked as a short-order cook. Later in life he spent time in Brazil, where he tasted wild acai and was influenced by Brazilian flavors.
After moving to central Arizona, Wilcox discovered Cottonwood’s Wholesome Fast Food and made it his coffee spot. Then, in 2020, he learned it was for sale.
The first week he owned the business—renamed Wholesome Cafe—an electrical outlet caused a fire. Although the fire department extinguished it within minutes, the business was closed again two weeks later—this time due to the pandemic. The café reopened, only to encounter another hurdle—demands from the county health department to change the layout.
After another brief closure to secure a better location, Wholesome Cafe reopened in 2022 at the Verde Valley Plaza.
Wilcox and co-owner Tatiana Chinois expanded the organic vegetarian and vegan menu to include breakfast items, salads, wraps, soup, smoothies, and acai bowls, along with coffee and tea. The acai and bean bowls on the menu are inspired by Wilcox’s time in Brazil—using wild acai sweetened with cane juice and a bean recipe refined by shared cooking experiences with Brazilian locals.
With the exception of a few ingredients, everything offered by Wholesome Cafe is organic, and all ingredients are free of GMOs. Wilcox sources produce from local farms whenever possible, visiting them in person to pick up the goods. For him, “the best part of Wholesome Cafe is definitely the kind people who visit. That’s what we find the most special.”
Wholesome Cafe is located at 413 State Rte. 89A in Cottonwood and is open Monday–Friday, 9 am–3 pm. You can see the menu at https://wholesome-cafe.com/
